MKTG 358 Test 2
McDonald's offers home and office delivery service in selected markets in the United States and Canada. McDonald's delivery service is a ________Blank growth strategy. (CH.8)
Service Development
When a company offers new services to current customers, it is using a ________Blank growth strategy. (CH.8)
Service Development
Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast-food velocity. This would be an example of a (CH.8)
Service Improvement
Providing an internet station at a car repair facility for customers for basic maintenance at no charge in their vehicle maintenance appointments is an example of (CH.8)
Service Improvement
Informing service users of electric vehicle drivers via the Internet of where there may be upcoming charging stations on a road trip and the ability to connect to the Internet for this benefit was an example of a ________Blank when it was first introduced. (CH.8)
Service Line Extension
The augmentation of an existing service line is a (CH.8)
Service Line Extension
All of the following are causes for customer's brand switching EXCEPT (CH.7)
Service Paradox
During storm-related power outages, Duke Energy, a respected utilities provider, offers those residents affected and without power an estimate of when power would be restored. Which would be a reason Duke would NOT guarantee customers an exact time of power restoration? (CH.7)
Service Quality is truly uncontrollable
When a customer of Twin Cities Rehabilitation Center complained that his therapist was one hour late for their appointment, the owner of the center gave the customer credit for one free hour of therapy. The action taken by the owner is an example of ________ (CH.7)
Service Recovery
refers to the actions taken by an organization in response to a service failure. (CH.7)
Service Recovery
When is a service guarantee inappropriate? (CH.7)
When service quality is truly uncontrollable
A hair salon designed to appeal to children does not use the standard salon furniture. Instead, children sit on carousel horses to get their haircuts. Large TV monitors strategically located throughout the salon show kid-targeted videos and cartoons are there to entertain the children. The child-friendly hair salon's servicescape serves in what two capacities? (CH.10)
a differentiator and as a facilitator
Which of the following is NOT a benefit provided by a service guarantee?
a way to increase a customer's sense of risk
Sunoco in Canada realizes the importance of physical evidence to determining the value of the service being provided. As a result, it has refurbished its restrooms and committed its station operators to maintaining hygienic restrooms. A clean-smelling restroom is an example of a positive (CH.10)
ambient condition
Ambient conditions will have the least effect on customer behavior in which of the following servicescapes? (CH.10)
an open five-story parking garage
What are poka-yokes? (CH.7)
automatic warnings or controls to ensure mistakes don't happen
If Maeve has to go on a business trip, she will not fly out of the airport in Atlanta, Georgia, because it is so large and has so many people who are in a hurry to get somewhere. Instead she chooses one of the smaller airports a couple of hours away. Maeve's reaction to the airport in Atlanta is a(n) ________Blank behavior. (CH.10)
avoidance
When Jessie wanted to talk to a therapist to learn how she could improve her relationship with her mother, she went to Counseling Professionals, Inc., a counseling service that charges $1 per minute of counseling by phone. By providing counseling and advice by phone, the therapist Jessie spoke with is performing a(n) (CH.8)
backstage contact employee action.
In a service blueprint, the line of internal interaction separates (CH.8)
backstage contact employee actions from support processes.
For a physical evidence strategy to be effective, it must (CH.10)
be linked clearly to the organization's overall goals and vision.
Once an organization that is developing a physical evidence strategy has recognized the strategic impact of physical evidence, it should next (CH.10)
blueprint the physical evidence of service.
When you visit the web site for Hyatt hotels, you can look at pictures of its newest hotels, register for its continuity programs, and make reservations quickly. Because the site is inviting, attractive, and fun to browse, customers perceive the Hyatt hotels to also be this way. By designing it this way, Hyatt has used (CH.10)
clue management
A medical laboratory provider assists clients in prompt results but are limited by strict guidelines that must be followed for lab results effectiveness and FDA audit requirements. These constraints for effective test results are necessary for (CH.9)
compliant standard.
The carpenter came to install the new flooring in the Barry kitchen two weeks ago. Once he had removed the old flooring, he announced he needed to go get a sander to smooth out the subflooring. He has not been back. A person who is a voicer type when it comes to complaining would react to this by (CH.7)
confronting the carpenter at another job site and demanding to know when he would be back to finish the floor.
Delta Airlines was dissatisfied with customer reactions to its attempt to offer passengers their choice of cold deli sandwiches instead of the more traditional airplane meal. Its intent was to provide passengers with better food. Passengers saw the move as another way Delta was trying to skimp on service and save money. When trying to deliver service quality, Delta forgot to (CH.9)
consider customer requirements.
Which of the following is an example of a specific behavior or action that defines the performance expected by customers? (CH.9)
cost estimate is price customer pays fixes the product right the first time delivers the product on the promised date greets customers within 5 minutes of entering the store ALL CHOICES ARE CORRECT
After a service firm maps the service process from the customer's point of view, the next step in building a service blueprint is to (CH.8)
draw the lines of interaction and visibility.
The Hilton Hawaiian Village offers its guests mattresses that adjust to body contours and weight. The bed designed with air baffles and wooden slats is good for people with bad backs and those with varicose veins. These mattresses use ________Blank to create positive responses to the hotel's servicescape. (CH.10)
ergonomics
Many new commercial aircraft designed for long haul international flights now have business class seats that recline into "skybeds" making it much easier for passengers to sleep. The skybeds represent an aspect of the aircraft servicescape that highlights its role as (CH.10)
facilitator
Often, kiosks are set up at home improvement stores such as Lowe's and Home Depot to demonstrate to viewers how to use various tools and products they sell when live demonstrations are not possible. These kiosks play which role in the servicescape? (CH.10)
facilitator
The receptionist at Dr. Smith's office is shut off from the waiting area by a glass partition. She must open a small door to communicate with patients and at times, it is difficult to get her attention. In this example, the servicescape could be improved with respect to its role as a (CH.10)
facilitator
All of the following are elements of a hotel's servicescape EXCEPT (CH.10)
housekeeping staff
To make car maintenance service more tangible to consumers, Speedi-Lube has added a large diagram on one of the waiting room walls of its service centers that shows the underside of an automobile and identifies all of the lubrication points and exactly what work is being done to the car. As part of its physical evidence strategy, Speedi-Lube has (CH.10)
identified physical evidence opportunities.
The first step in the process of developing customer-defined standards is to (CH.9)
identify existing or desired service encounter sequence.
New owners of the Atlanta Falcons wanted to increase attendance by giving customers what they wanted, such as an online site to purchase tickets, clean restrooms, more opportunities to interact with the players, and family-oriented halftime show. The first step to developing these customer-defined standards was to (CH.9)
identify the existing service encounter sequence.
Standardization of services in the form of ________Blank is exemplified by maid services by Molly Maids as well as routinized tax services developed by H&R Block. (CH.9)
improvement in work methods and training
"Escape rooms" are fun activities where groups enter a simulated environment, hunt for clues, and are given guidance by staff who monitor the group's progress to "escape". These experiences rely on what kind of environment? (CH.10)
interpersonal services
In a(n) ________Blank environment, the servicescape must be planned to attract, satisfy, and facilitate the activities of both customers and employees simultaneously. (CH.10)
interpersonal services
Many carwashes offer free replacement washes to car owners if it rains or snows within 24 hours of when they had their cars cleaned at the carwash. Because people who would take advantage of this service guarantee are the ones that are concerned about the appearance of their car, this service guarantee (CH.7)
is very meaningful
The Cirque du Soleil fused elements of theater with traditional circus skills to create a whole new form of entertainment. Cirque du is an example of a (CH.8)
new service for the currently served market.
When you visit the web site for Hyatt hotels, you can look at pictures of its newest hotels, register for its continuity programs, and make reservations quickly. These elements of its web site are all examples of (CH.10)
physical evidence
The first step in developing an effective physical evidence strategy is to (CH.10)
recognize the strategic impact of physical evidence.
Canadian Airline did market research to determine the expectations of business travelers-its target market. It learned business travelers don't view air travel as a simple product but as an inconsistently performed sequential process that includes making reservations, checking-in, waiting, boarding, in-flight time, and baggage pick-up. Canadian Airline diagnosed that a problem existed with its (CH.9)
service encounter sequence.
Addison White is an event planner who specializes in family reunions. He creates situations in which family members can visit, share memories, and get to know each other more intimately. He may rent the family a large house in the mountains or schedule them for a picnic in a national forest. White relies on ________Blank behavior to make the reunions a success. (CH.10)
social interaction
When a customer enters John Robert's Spa, which has a reputation for extraordinary service, some of the ________Blank expected of employees are, "greet the client enthusiastically within 8 to 10 seconds," "confirm the client's appointment," and "offer to provide a refreshment." (CH.9)
specific behaviors and actions
The carpenter came to install the new flooring in the Stephenson's kitchen two weeks ago. Once he had removed the old flooring, he announced he needed to go get a sander to smooth out the subflooring. He has not been back. A person who is a passive type when it comes to complaining would react to this by (CH.7)
taking no action whatsoever
The Metropolitan Museum of Art in New York City has an impressive servicescape. Like most museums, which of the following would NOT be part of the servicescape? (CH.10)
the security guards
Which of the following research methods provides feedback on soft measures? (CH.9)
Complaint Solicitation Lost Customer Research Trailer Calls Customer Panels Trailer Calls
If a university required mandatory Covid-19 testing during the pandemic, a student who failed to do so was not allowed to attend class in person. This requirement resulted in a role that was dictated by (CH.8)
Customer Action
Simone called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation. In terms of the service blueprint, Simone's telephone call is an example of a(n) (CH.8)
Customer Action
In order to have a greater likelihood for ultimate success, who should be involved in the new service development process? (CH.8)
Customers and Employees
At the ________Blank stage of the service development and innovation process, the new service is made available to a limited number of its potential customers. (CH.8)
Market Testing
Which of the following is an example of a poka-yoke? (CH.7)
The day care center has carefully labeled bins for each parent to fill with food, diapers, clothes, and toys so that one child's stuff will not be confused with another's.
A consumer is more likely to complain when (CH.7)
The level of ego involvement in the purchase is high
A business traveler checked into a Hyatt hotel and was given a room next to the elevator. When he turned on the television, he was greeted with a Hyatt customer service survey. He immediately took advantage of having the survey to let Hyatt know how unhappy he was with his room location. The business traveler would most likely be classed as a(n) ________Blank type. (CH.7)
Voicer
In terms of servicescape complexity, which of the following is a lean service environment? (CH.10)
ATM Machine
The type of complainer that is called a(n) ________Blank has an above average propensity to complain. They have a very optimistic sense of the potential positive consequences of all types of complaining. (CH.7)
Activist
A high-end restaurant might use fine china for meal service, low level lighting, and have a classical pianist playing gentle live music for its guests. All of these elements contribute to the ________Blank characteristics of the restaurant. (CH.10)
Ambient
_________conditions include background characteristics of the environment such as temperature and lighting. (CH.10)
Ambient
A retail store manager instructed two new sales associates to greet customers quickly when they enter the store. On the first day the sales associates are working on the selling floor, one sales associate greets customers immediately after they enter the store, while the other associate greets customers after they have looked around for a minute or two. Which of the following risks incurred by describing services in words alone has led to the sales associates greeting customers at different time intervals? (CH.8)
Biased interpretation
When Shelly hired the housecleaning service, she asked them to use her hypoallergenic cleaning supplies. Instead the workers used their own supplies and Shelly had to lose a day from work because of her allergic reaction to the smell of the cleaners. When Shelly looked at the service guarantee that the workers had left, she found that she could get a reimbursement for all of her out-of-pocket expenses if she had a notarized letter from her doctor describing her condition and her reaction, an affidavit from the workers that they had used the wrong cleaners and another notarized statement that she would not have become ill if the workers had used the right cleaners. This service guarantee is ineffective because it is NOT (CH.7)
Easy to invoke and collect
Which of the following is an important consideration for innovating or developing a new service? (CH.8)
Employ service and design thinking and techniques.
Many service marketers are instituting kiosk-based stations to allow customers to quickly offer emoji-based responses to their satisfaction during the processes. What are trying to establish? (CH.9)
Feedback Mechanisms
Service companies experience difficulty in setting standards to match or exceed customer expectations because of a lack of (CH.9)
Functional Integration
Things that can be counted, timed, or observed through audits are ________Blank customer-defined service standards. (CH.9)
Hard
The supervisor of a hotel housekeeping staff instructed a new housekeeper in the 45 ways a room must be cleaned if its guest has checked out but she forgot to mention that a less thorough method was to be used if the guest was staying additional nights. The next month the supervisor wonders why the new housekeeper is using many more packets of toiletries than the other housekeepers are. Also, it is taking the housekeeper the same amount of time to clean a recently vacated room as it does to clean a room that will be housing the same people for another night. The best explanation for the misunderstanding about the service to be provided by the housekeeper is ________Blank, a risk incurred when services are described in words alone. (CH.8)
Incompleteness
As the flight attendant listened to the business traveler complain about having to sit in the plane and wait for two hours before the plane took off, the attendant sorted through some magazines, got a blanket for another passenger, and clearly ignored the legitimate complaints of the businessperson. This is clearly a problem with (CH.7)
Interactional Fairness
Martha was frustrated when she stayed at a recent AirBnb rental because she had questions for the owner who never responded at any of the contact information methods (phone, email) that was provided on arrival at the property. Which type of fairness did the owner fail to provide? (CH.7)
Interactional Fairness
Which of the following might be a failure as an important consideration for innovating or developing a new service? (CH.8)
Involve only employees in the innovation process. Employ service managers suggestions in design thinking and techniques. Use only words to describe the service. Design elements of the service separately, rather than as parts of a whole. ALL CHOICES ARE CORRECT
When its sales were declining, Canadian Airline conducted a marketing survey to understand the expectations of the business traveler, its target market. It learned business travelers resent they are bosses in their own offices but are totally controlled by the airlines when they travel. Canadian Airline instituted gate-side business centers, shower facilities, and massage chairs as well as continuous "power to the seat" for those who want to work on their laptops. By listening to its business travelers and providing the services they want, Canadian Airline's sales started increasing. What service recovery strategy did Canadian Airline use? (CH.7)
Learn from recovery experience
For quite some time, Kentucky Fried Chicken (KFC) has grown through providing its service outside the United States. After over two decades of expansion in China, the company is now planning to explore Africa as a new market and expects to double its number of outlets in Africa within four years. KFC has developed a growth strategy emphasizing: (CH.8)
Market Development
The openings of new fast-food franchises are typically highly promoted events especially when the franchise is new to a geographic area. Special food promotions are offered on the day of the grand opening and sometimes guest appearances. Often if a grand opening event is scheduled for the first of the month, the business will actually start serving customers who happen to notice that it is open during the week prior to the first. In this way, employees can familiarize themselves with their jobs and minor problems can be handled before they become major. This pre-opening practice is most closely related to which stage of the new service development process? (CH.8)
Market Testing
Kelso Massage Therapy promises its clients that their wait for a massage will be less than 15 minutes or the massage is free. What type of service recovery tool is Kelso Massage Therapy using? (CH.7)
Offer a guarantee
________Blank concerns the results that customers receive from their complaints. (CH.7)
Outcome Fairness
A person who is a(n) ________Blank is a type of complainer who is unlikely to say anything to the service provider. This type of complainer often doubts the effectiveness of complaining because of a belief that the consequences will not merit the time and effort they will expend complaining. (CH.7)
Passive
What type of complainer is challenging for service marketers because the service provider has no knowledge of the customer's dissatisfaction with the service performance? (CH.7)
Passive
The growth of online shopping has allowed companies such as Amazon to provide value though explicit return instructions and procedures if the customer is dissatisfied with the product they receive? This is an attempt to convey (CH.7)
Procedural Fairness
A florist had promised to have the bridal flowers delivered to the wedding rehearsal dinner by 6.00 p.m. Because of vehicle problems, the flowers did not arrive until the meal was nearly over and the bride and her mother were very upset. To show how sorry he was for the poor service, the florist put extra flowers in the bridal bouquet and gave each mother and grandmother a free orchid corsage. The bride and her mother were extremely pleased with the extra flowers and have recommended the florist to a number of their friends. The florist is wondering if he shouldn't deliberately underdeliver other jobs, compensate the consumer with some upgrade, and benefit from even more positive feedback. The florist is responding to the (CH.7)
Service Recovery Paradox
The ________Blank suggests an initially disappointed customer who has experienced good service recovery might be even more satisfied and loyal as a result. (CH.7)
Service Recovery Paradox
All aspects of the organization's physical facility are collectively referred to as the (CH.10)
Servicescape
The patient examination room in a doctor's office is a (CH.10)
Servicescape
An ad in a dental journal noted that if dentists would bulk buy a flowable composite used to build bridges and caps, the dentist purchasing the composite would receive Delta Air Lines Sky Miles to add to his or her existing Sky Miles. Both companies, the composite marketer and Delta, benefit from this offer. By allowing the composite marketer to offer free Sky Miles to customers, Delta Air Lines is further implementing its ________Blank growth strategy (CH.8)
Share Building
American Airlines conducts ongoing in-flight surveys to assess passengers' perceptions of the ticket buying process, gate agents, flight attendants, food and beverage service, condition/comfort of airplanes, and adherence to departure/arrival schedules. American Airlines' research provides feedback on ________Blank measurements. (CH.9)
Soft
Enterprise Rent-A-Car closely ties customer service to employee success. With a tracking system called the Enterprise Service Quality Index (ESQi), the company routinely follows up with customers by phone to determine their level of satisfaction with the company. Only completely satisfied customers count toward an employee ESQi score, which is used to measure employee's potential for promotion. Enterprise is using a(n) ________Blank customer-defined standard. (CH.9)
Soft
New management of the Falcons football team surveyed former season ticket holder to determine why they were no longer attending the games. As a result, it set "Clean and well-stocked restrooms" as one of its ________Blank customer-defined standards. (CH.9)
Soft
When students at Fairleigh Dickinson University complete a student evaluation of faculty questionnaire at the end of a semester, one of the items they are asked to evaluate on a five-point scale is, "The instructor presented the material clearly and summarized major points." This statement evaluation is a ________Blank measurement. (CH.9)
Soft
________Blank customer-defined standards are opinion-based measures and cannot be directly observed (CH.9)
Soft
Traditional thinking has defined ________Blank as "bundles of goods and services that companies offer to customers," but customers think of them as sets of customer-facing processes. (CH.8)
Solutions
Canadian Airline did market research to determine the expectations of business travelers-its target market. It learned business travelers don't view air travel as a simple product any more but as a sequential process with a series of customer service interactions which to them seemed at times arbitrary. A traveler could not estimate how much time it would take to make reservations, to check-in, to board, or any of the other interactions. The time spent on these activities was typically directly related to the experience and training of the airline's employees. Canadian Airline could provide better service to its target customers if it could (CH.9)
Standardize its Services
Elysian Events, a wedding planning company, noted how many couples had a wedding catastrophe of some kind. As a result, it abandoned wedding planning and began offering wedding insurance to protect couples from financial losses due to weather emergencies, stolen wedding rings, damaged wedding dresses, etc. In terms of the service blueprint, preparation of documents to submit to the insurance underwriting company that makes it possible for Elysian Events to offer wedding insurance inexpensively is part of which section of the service blueprint? (CH.8)
Support Processes
Three decades ago, travelers who were looking for a place to rest for the night looked for the large, multi-colored Holiday Inn signs. Eventually, the signs started looking dated and seemed to remind people of early times even though the motel chain knew travelers wanted to stay in modern rooms with all the latest amenities. Because the signs were sending the wrong message, Holiday Inn used physical evidence strategy to create more modern signage. During which step of the physical evidence strategy would this change have occurred? (CH.10)
the updating and modernizing of physical evidence
Federal Express distributes a weekly Service Quality Indicator report comparing performance to goals on 12 different items. Upon receipt of the report, managers and contact personnel investigate root causes of service failures. By distributing a weekly Service Quality Indicator report and investigating service failures, Federal Express is addressing which of the following steps in the process for developing customer-defined standards? (CH.9)
tracking measures against standards
Which of the following is NOT a risk incurred by describing services in words alone? (CH.8)
transformation
After determining that responsiveness was a major concern of customers, American Express conducted additional research to establish the exact number of days customers defined as responsive for the various company processes (e.g., 2 days for reissuing lost cards and 15 days for deciding on an application). By conducting additional research, American Express was addressing which of the following steps in the process for developing customer-defined standards? (CH.9)
translating customer expectations into behaviors and actions for each service
New owners of the Atlanta Falcons wanted to increase attendance by giving customers want they wanted. After determining that family-oriented halftime shows were an important consideration for a large portion of its target market, the Falcons researched specific ideas such as fireworks displays, a battle of the bands featuring local high school bands, drawings for prizes, and musical concerts. The additional research would have been done during which step of the developing customer-defined standards? (CH.9)
translating customer expectations into specific behaviors and actions
An amusement park that directs its landscaping service to perform outside of guest attendance hours is probably responding to customer complaints concerning (CH.9)
translating customer expectations into specific behaviors and actions.
Inroads into American grocery stores by European-based firms such as Aldi and Lidl have minimized services like "renting" shopping carts, eliminating free bags during checkout, and limited selections in aisles. These firms have tried to minimize costs to customers by (CH.9)
translating customer expectations into specific behaviors and actions.
Which of the following is NOT an example of a hard customer-defined service standard? (CH.9)
understand the customer's question or request
The first step in delivering high service quality is (CH.9)
understanding customer requirements.
When is a biased interpretation likely to occur during a discussion of a new restaurant? (CH.8)
when one party uses words like nice and different to describe the restaurant
